Heavy production — light content

The main objective of the project is to develop and implement a comprehensive SMM strategy for the client, with the goal of breaking down stereotypes about factory work and presenting VSMPO-AVISMA in a new, lively, and modern format. We have launched a series of short vertical videos for social media, which are dynamic and feature real people and their stories. In these videos, we explain the production of titanium in simple terms, compare large-scale processes with everyday activities, explain complex terms, and showcase the people of the factory. The content quickly became recognizable, organically fit into the social media agenda, and ensured growth in reach, engagement, and positive feedback. During the project implementation, the brand's social media growth was more than 2,000 followers without additional promotion budgets, and VSMPO-AVISMA news was taken for publication by large industrial communities. The average reach in Telegram increased from 1,400 to 2,800, and in VKontakte, the community's posts gained more than a million views this year alone.

Проблема

VSMPO-AVISMA, like many industrial brands, faced typical barriers: a weak image of the company in social networks, outdated stereotypes about factory work and low interest from young people. The target audience often perceived the factory as a "difficult", uninteresting place where it is difficult to develop. At the same time, the modern user requires simplicity, visuality and a lively communication format. The difficulty lay in the need to combine serious production content with an easy, trendy presentation, without losing respect for real work and the scale of the company. We decided to speak to the audience in its language: in short vertical videos, with humor, live characters and visual metaphors. This required abandoning the usual industrial presentation, reassembling the visual style and constantly searching for a balance between ease and precision. Objectives: - Long-term — to create a modern image of VSMPO-AVISMA as an attractive employer and change stereotypes about the factory profession (KPI growth of subscribers from 100 people per month of promotion budgets). - Communication — to explain complex production processes simply and spectacularly, through a lively and understandable format (KPI at least 20 comments with feedback monthly). - Media — to create content that is organically distributed in social networks, arouses interest and engagement without paid promotion (KPI at least 50 reposts of posts and 300 reactions and comments to posts). - Social — to show the contribution of the Corporation to the life of the city and involve the local community (at least 3 reposts in regional communities, feedback from residents and employees).

Решение

The project was based on a strategic decision: to translate VSMPO-AVISMA communications from the official language into a lively, visually attractive format that meets the expectations of the audience. The content was planned as modular and regular: we launched a series of videos, each of which solved its own problem - from explaining production processes to stories about people and the city. At the core is a clear content structure: visual comparisons and simple explanations of complex things, real employees and their stories, local pride - the achievements of people and the city The choice of formats and topics was dictated not only by the brand's objectives, but also by market trends - this allowed us to get on the agenda, increase coverage and be closer to the audience. We regularly measured the results and monitored the interest of subscribers, so we found out that the most popular topic is involvement, and not the division into Corporation vs. Employees. The project was implemented through a series of short vertical videos published on VK, Telegram, Odnoklassniki. The content was divided into numerous sections, such as videos in trending formats, "explained with examples" - comparisons of production processes with understandable things, "dictionary" - simple explanations of complex terms, "success stories" - inspiring portraits of employees, "show yourself - show your work" - a contrast of life and profession. Real filming was carried out at the production site, in the city and with the participation of employees. High-quality production, a mobile film crew and flexible planning allowed us to release content regularly and accurately hit the interests of the target audience. The format ensured a live response and organic coverage without investing in promotion.

Результаты

The project exceeded expectations: without investing in promotion, we ensured a stable growth in reach and engagement in social networks. The audience began to actively interact with the content, share it and comment. Average reach in Telegram doubled (from ~1,400 to ~2,800). The increase in subscribers in the brand's social networks without spending on promotion amounted to more than 2,000 people. In 2025 alone, the VKontakte community's posts have already gained more than 1 million views. And in just 11 months of work, more than 5,000 reposts and 17,000 reactions and comments were received. The project strengthened the HR brand, formed an emotional connection with the target audience and became an experience for the industry, when the plant "spoke" to the audience in a simple and lively language.